A spokeswoman for the Blues Super Rugby coach said he was humbled by the nomination.

The usual suspects took out the most-distrusted spots once again, with Hone Harawira the bottom of the list, joined by Kim Dotcom (98) and Winston Peters (97). Dotcom's low position and election donations seemed to rub off on John Banks, ranked this year at 99.

Wellington businessman and philanthropist Gareth Morgan, at 81 this year, was jokingly miffed to have come behind Prime Minister John Key (80). "It comes and goes. I think I've been as high as No 20 or something before."

Comedian Bret McKenzie was beaten by Flight of the Conchords mate Jemaine Clement, who came in at No 52 to McKenzie's 58. But both were behind co-star Rhys Darby, who ranked 43rd.

Wellywood legends Sir Peter Jackson and Sir Richard Taylor once again made the list, at No 18 and No 68.

Sports stars took almost half of the top 20 spots on the list, but recent rugby league returnee Sonny Bill Williams felt little of this love, being the lowest-ranked sportsperson on the list, at No 91.

The Reader's Digest survey, by Catalyst Consultancy and Research, took the top 100 names dominating the news over the past year, and asked more than 600 people to rate their trust in them on a scale of 1 to 10. People's confidence in professions was also ranked in the survey.